We've all heard the stories, an eCommerce website redesign where they organized the information more effectively, streamlined the navigation and shopping cart, and improved the overall flow of the site, leading to a 400% increase of online sales. Some examples are more dramatic than others, but these benefits can be real for everyone to at least some extent. The trick is that they are also difficult to implement. There is no silver bullet for all websites - you still have to understand what works for your audience.
But maybe Dan can help! Dan Klyn is an expert in Information Architecture, defined by Wikipedia as the art of expressing a model or concept of information used in activities that require explicit details of complex systems. In other words, organizing the information on your eCommerce site in a way that people find what they are looking for easily and with full understanding. Information, content, images, navigation, these are all great things! But often, they get in the way of the sale, rather than enhancing it. Don't let that happen to you! Come out to the first presentation for eCommerce Ann Arbor (ever!) and learn how to use information architecture to enhance your ecommerce site, and hopefully make more money!
Dan Klyn - Information Architect and Co-Founder - The Understanding Group
Dan started working as an information architect in 1997, and has become highly skilled through fourteen years of practice in agency, e-commerce and non-profit contexts. An engaging and passionate advocate for the craft, Dan balances IA practice with teaching graduate students information architecture at the School of Information at the University of Michigan.
Before co-founding TUG, Dan developed information architecture, e-commerce strategy and design for brands such as American Girl, Harley-Davidson, Brookstone, NOOMA and TJ Maxx and manufacturers including Herman Miller, Seagate and Lumber Liquidators. Last fall, Dan was elected to serve as a director of the Information Architecture Institute.